Social media can be a powerful platform to engage and interact with your dealership’s customers and prospects alike. It also elevates your dealership’s personality to your followers. Think of all the steps you go through to make sure a new customer has the best impression of your dealership – from the spotless showroom, to the tidy parts counter, down to the way you answer the phone. Since social media may now be the door through which customers experience your dealership’s brand for the first time, you want to leave your best impression.
Here are four common mistakes to avoid to get the most out of social media for your dealership:
No Defined Plan
Who are you trying to engage? What type of content do you plan to share with the audiences? People engage differently across the various platforms. Take Pinterest for instance. Pinterest is a visual platform with images and infographics. You will need to be prepared to support this type of content. If you do not have plans for video content, then you may want to postpone setting up or promoting your YouTube channel. However, if you are actively developing videos for your social channels, here’s a few best practices for creating quality videos.
All Sales Talk
Social audiences expect to be entertained or informed. This means the content you share on your social channels can’t focus on sales or product promotions all the time. Developing a content calendar is helpful to proactively outline content topics and when the content should be placed throughout the year.
Audiences engaging in social media anticipate responses. Monitor their engagement and have resources in place to respond within 24 hours or less. It is important is to determine who has authorization to update or comment on your social channels, and the overall tone you want in your dealership’s messaging. If you are finding it’s challenging to manage all the social accounts you already started, then focus on one or two key platforms and do them well. As noted in the article Leveraging Social Media to Cultivate Relationships, it’s better to be a master of one than a jack of all trades when it comes to your social media presence.
Focusing on Quantity over Quality
This relates to both your content and your followers. Posting content merely to post content can turn audiences away if it’s not relevant or engaging. Keep the content focused on information your followers will find interesting and want to share, even if it means less posts or tweets on your plan. Likewise, while you want to grow your audience base, it’s best to focus on genuine relationships with your customers and prospects than large quantities of followers who may never engage with your brand.
Having a social media presence doesn’t have to be overwhelming. If you have a clear plan and focus on maintaining your presence with quality, consistent content and audience engagement, you are well on your way to leveraging social media effectively for your dealership.
About the Author
Lisa Bocklage is an account director at Osborn Barr, a rural-focused full-service marketing agency. She supports the Equipment and Outdoor Group, providing marketing solutions for some of agriculture’s largest machinery, tire and building companies. She lives in rural Missouri, five miles from the family farm.